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ITSM Sourcing Specialization 2010-2011 (4th Generation Sourcing: Crowdsourcing)

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ITSM Sourcing specialization 2010-2011
4th generation sourcing: Crowdsourcing

Groningen 5-1-2011 Frank Willems

ITSM Sourcing specialization 2010-2011

Agenda
– What do we know about sourcing, yet? Recap change management and sourcing models – 4th generation sourcing, Crowdsourcing and Social Media

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ITSM Sourcing specialization 2010-2011

First back to basics of sourcing and change management

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ITSM Sourcing specialization 2010-2011

Sourcing definition
The dynamic planning and organizing of the supporting processes, people, resources and capabilities, needed to obtain the business goals

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ITSM Sourcing specialization 2010-2011

Which sourcing models should be known?

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ITSM Sourcing specialization 2010-2011

Decision tree for the sourcing solutions
Capacity required High/average
Impact on Strategisch? business

Low

Yes

Risks to be managed?

No
Stabiel? Cost reduction important?

No No

Mature service?

Yes

Yes Yes
Cooperation advantageous?

No

No

Under control?

Yes
Start cooperation Improve first and Zelf purchase capacity from external source(s) 2nd generation and Improve together outsource if necessary
2nd/3rdgeneration and bottleneck or routine Kraljic segment

Uitbesteden Outsource
1st/2nd generation and routine Kraljic 6 segment

3rd generation and strategic © Twynstra Gudde 5-1-2011 or bottleneck strategic or leverage Kraljic segment Kraljic segment

ITSM Sourcing specialization 2010-2011

The sourcing solutions plotted on this model
What is the extent to which the product / service adds value for the business Large added value
2e generation sourcing 4e generation sourcing
Crowd sourcing

Leverage Business Proces
Outsourcing

Strategic
Business development

Backoffice outsourcing Shared Service Centers Facilities outsourcing

3e generation sourcing

Less added value

Routine Outsourcing

DataCenter outsourcing

Bottleneck
Workinnovation

workplace mgt

1e generation sourcing

Operations outsourcing

2e generation sourcing

Purchasing Risk Is it a standard or a specialized product? Standard Specialized
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ITSM Sourcing specialization 2010-2011

Five ways of thinking about change
Something changes when you . . . Bring the interests of the most important players together by means of a process of negotiation enabling consensus or a win-win solution Formulate clear goals and results, then design rationally a systematic approach and then implement the approach according to plan Motivate and stimulate people to perform best they can, contracting and rewarding desired behavior with the help of HRM-systems Create settings for learning by using Organisation Development interventions, allowing people to become more aware and more competent on their job Understand what underlying patterns drive and block an organization’s evolution, focusing interventions to create space for people’s energy Yellow print

Blue print

Red print

Green print

White print

‒ Change is in the eye of the beholder ‒ Each viewpoint has its ++ en --, ideals and pitfalls
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ITSM Sourcing specialization 2010-2011

The five colors at a glance
Yellow-print Blue-print Red-print Green-print White-print Something bring common interests think first and then act stimulate people in the create settings for changes when together according to a plan right way collective learning you in a/an and create power game a feasible solution, a win-win situation rational process the best solution, a brave new world exchange exercise a motivating solution, the best ´fit´ learning process a solution that people develop themselves create space for spontaneous evolution dynamic process a solution that releases energy

The result is... forming coalitions, project management changing topstructures strategic analysis by a/an... aimed at... facilitator who uses his own power base expert in the field positions and context

assessment & reward, training and coaching, open space meetings social gatherings open systems planning self-steering teams HRM expert facilitator who supports someone who uses his people being as instrument patterns and meanings the setting and communication

knowledge and results procedures and working climate

Result is… Safeguarded by…

partly unknown and shifting decision documents and power balances

described and guaranteed

outlined but not guaranteed

envisaged but not guaranteed

unpredictable

benchmarking and iso HRM systems systems ignoring power and smothering brilliance

a learning organisation self-management excluding no-one and lack of action superficial understanding and laissez faire

The pit-falls lie dreaming and lose-lose ignoring external and in… irrational aspects

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ITSM Sourcing specialization 2010-2011

Outcome of this ITSM class
Name Thomas Teemu Johan Jeroen Erik Paul Henri Axel Antti Laurynas Ijen Sander Domantas Jeremie Vincent Irina Willi Aimé Guy 28 23 35 45 29
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Yellow Blue 24

Red 17 26 42 22

Green 23 22 26

White

Name Aimé Guy Alvaro Zaid

Yellow

Blue 22 22 42 29 23 22 26

Red 22

Green 20 24

White

Test should be made on http://www.twynstragudde.nl/tg.htm?id=8635
34 15 8 26

24 19

10

17

24 20

Tsvetan Vanessa Nicole Jonas

19 18 19 21 28 30 28 27

25 28 21 18 18

22 24 21 19 21 17 26 27 20

23

19 16

Ari Andi

18

26 27

34 27 20 29

22 20

Jesse Bas Kiki Romina 23 25 30 29 24 21 19

32 32

21 21 19 22

21

21 16 17 21 22 20 14 18

Daniel Petteri Simon

19 22 33
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ITSM Sourcing specialization 2010-2011

Name 1 Axel 1 Romina 1 Tsvetan 1 Zaid 2 Alvaro 2 Jeroen 2 Teemu 2 Vincent 3 Andreas 3 Bas 3 Erik 3 Paul Henri 4 Irina 4 Jeremie 4 Jesse 4 Sander

Yellow 19

Blue 28 30

Red 21 19

Green

White 5 Aimé Guy 22 20 27 21 29 15 28 27 22 24 24 18 26 28 19 20 34 26 23 30 ??? 29 25 24 27 17 21 19 21 23 26
11

22

20 22 33 21 18

21

5 Fernando 5 Simon

26 8

29 42 22 22 26 35 22 10 17 24 19 24 24 34 21

5 Willi 6 Johan 6 Laurynas 6 Nicole 6 Petteri 7 Ari 7 Domantas

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26

20 22 17 22 16

??? 23 19 18 21 45 23 25 28 16 17 29 27 27 32 20 14 32 20

7 Ijen 7 Jonas 7 Vanessa 8 Antti 8 Brais 8 Daniel 8 Kiki 8 Thomas Andi

22 19 22 23

21

18

18

19 21

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ITSM Sourcing specialization 2010-2011

Crowdsourcing

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ITSM Sourcing specialization 2010-2011

Crowdsourcing, Tribes and Co-creation
– Crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a crowd), through an open call. – A tribe is a group of people connected to one another, connected to a leader and connected to an idea – Co-creation is a form of market or business strategy that emphasizes the development and ongoing realization of mutual firm-customer value.

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ITSM Sourcing specialization 2010-2011

Crowdsourcing
– The Crowdsourcing philosophy was first introduced at the turn of the 21st century with James Surowiecki's book The Wisdom of Crowds. – The term 'Crowdsourcing' was used for the first time in 2006 by Jeff Howe, a portmanteau of the words 'crowd' and 'sourcing – Other important thought leaders on Crowdsourcing are Don Tapscott with Wikinomics and Marcowikinomics and Charlene Li and Josh Bernoff with Groundswell – A more detailed definition was introduced on Wikipedia by Henk van Ess in September 2010 "Crowdsourcing is channeling the experts desire to solve a problem and then freely sharing the answer with everyone
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ITSM Sourcing specialization 2010-2011

Four basic principles for developing your Crowdsourcing strategy
Principle 1: People
Is your community ready and how will they participate? Tip: Use the Groundswell Social Technographic profile on http://www.forrester.com/empowered/tool_consumer.html

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ITSM Sourcing specialization 2010-2011

Basic principles for Crowdsourcing strategy
Principle 2: Objectives
What are your goals? Do you want to talk or listen to the community or create energy for solving a problem?
– – – – – Listening: Listen to your community for research and better understanding of your customers. This goal suits for marketing development Talking: Use your community to spread messages about your idea, brand or company. This goal suits to extend digital marketing initiatives and interactive channels Energizing: Connect with you most enthusiastic customers and use the community to supercharge the power of their word of mouth. Suits for energizing your brand Supporting: Setup a community where customers help and support you and each other. Suits for lowering supports costs or to share limited knowledge or experience Embracing: Integrate the ideas of the community into your business and let them help to improve your services and products. Most challenging goal and experience with other goals is needed

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ITSM Sourcing specialization 2010-2011

Basic principles for Crowdsourcing strategy
Principle 3: Strategy
– How do you want to fill in the relationship with you and your community and how will this lead to changes? – How do you reach a higher level of participation? – What is your role?

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ITSM Sourcing specialization 2010-2011

Basic principles for Crowdsourcing strategy
Principle 4: Technology
What applications are useful and effective? – Built yourself
– Socialtext….praktical and fast to use – Wordpress….you need patience and to do a lot yourself, but it is nice – Sharepoint 2010….is coming, but expensive – …

– Ready to use
– Ning…Easy to step in, but commercial – Google…Low entrance and common in use but….where is my data? – Winkwaves Kenniscafé..smart in usage but not free. Several pilots at Hanze University at this moment – …

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ITSM Sourcing specialization 2010-2011

Examples

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ITSM Sourcing specialization 2010-2011

The most famous peer production with crowd

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ITSM Sourcing specialization 2010-2011

LEGO design with crowdsourcing

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ITSM Sourcing specialization 2010-2011

The results of LEGO crowdsourcing

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ITSM Sourcing specialization 2010-2011

Goldcorp’s goldmine exploring by the crowd

The Canadian gold mining group Goldcorp made 400 megabytes of geological survey data on its Red Lake, Ontario, property available to the public over the Internet. They offered a $575,000 prize to anyone who could analyze the data and suggest places where gold could be found. The company claims that the contest produced 110 targets, over 80% of which proved productive; yielding 8 million ounces of gold, worth more than $3 billion. The prize was won by a © Twynstra Gudde 5-1-2011 23 small consultancy in Perth, Western Australia, called Fractal Graphics

ITSM Sourcing specialization 2010-2011

Idea generating by Brainrack

Allows students worldwide the opportunity to support companies by providing ideas and solutions consisting of 3-5 pages. Companies that face certain problems or challenges provide © Twynstra Gudde 5-1-2011 approximately $5,000 of prize money that divided amongst the top 15 ideas 24

ITSM Sourcing specialization 2010-2011

And our Datema Wikipilot project

At this moment we are working on nautical information project with forty students from three Hanze University schools, Datema development teams, and managers and researchers from the university, with support from Syntens and a community of seafarers as our sounding board. Both the technology and the community are being created in parallel, using an open source approach and the very latest development methodologies, all in a short space of time. At the beginning of 2010 the first prototype applications will be ready, and we will be able to begin introducing them 25 and build © Twynstra community to use the prototypes and share nautical data. up the Gudde 5-1-2011

ITSM Sourcing specialization 2010-2011

Exercise on crowdsourcing strategy
– Wikipedia is…. – Lego is…. – Goldcorp is… – Brainrack is…. – Wikipilot is….

–

Talking, talking, talking, supporting and supporting
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ITSM Sourcing specialization 2010-2011

Seth Godin’s Tribes principles
Basic information for creating communities and tribes
– A group needs only two things to be a tribe: a shared interest and a way to communicate – There’s an explosion of tools to help lead the tribes we’re forming. All of it is worthless if you don’t decide to lead. – Everyone is a leader. Without leaders, there are no followers. You’re a leader. We need you! – Managers make widgets, leaders make change – Leaders use passion and ideas to lead people. They don’t care much for organizational structure

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ITSM Sourcing specialization 2010-2011

You can create a micromovement ...
1. Publish a manifesto 2. Make it easy for your followers to connect with you 3. Make it easy for your followers to connect with one another 4. Realize that money is not the point of a movement 5. Track your progress

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ITSM Sourcing specialization 2010-2011

Set Godin’s rules for Tribes
– Connect – Create meaning – Make a difference – Be noticed – Matter – Be missed

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ITSM Sourcing specialization 2010-2011

Video on Leadership and creating a Tribe

Video Dancing Guy

http://www.youtube.com/watch?v=fW8amMCVAJQ http://www.ted.com/talks/seth_godin_on_the_tribes_we_lead.html

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ITSM Sourcing specialization 2010-2011

Video Don Tapscott Penny for Your Thougts

Video Penny For Your Thougths Don Tapscott

http://www.youtube.com/watch? v=JpsI0RzV8pE&feature=player_detailpage
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ITSM Sourcing specialization 2010-2011

Something about birth generations
GenerationBaby boomers Characteristics Born Outlook Background circumstances Ideals Spirit Personality development Identity Computer use 1945-1955 Protesters Post-war reconstruction Many ideals Enthusiastic Search for personality Separate from parents and authority 1960-1985 Critical and cynical 1988-present Positive

Generation X

Generation Einstein

Economic depression and rise Growth, advancement and of consumer society prosperity Ideological vacuum Put things into perspective Personality is construct Need to belong Traditional ideals Serious Personality is real True to themselves

Later in life. Searches, e-mails, Involved in its launch. Surfing, Grown up with it. Computer is a surfing e-mailing, applications, social tool searches Beginning to develop Beginning to share knowledge Chatting, blogging, gaming, communities with peer group. and the trendsetters are sharing and continuously online Becoming important adopting social media and using social media crowdsourcing target group re: lack of knowledge
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Social media use

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Source: Boschma and Groen generational research findings

ITSM Sourcing specialization 2010-2011

Some conclusions on the birth generation
– Generation Einstein paves the way in community formation via the internet – Generation Babyboom will follow fast because of lots of free time and needs for social connection and peergroup – And a quick indication on the change colors
– Generation Babyboom: Average Change color Yellow and Blue – Generation X: Average Change color Blue, Red and Green – Generation Y: Average Change color Red, Green and White

– Creating a Tribe or Crowdsource community is dominant change colour white and green
– so now you can figure out what interventions and attraction strategy you should make to get the crowd of different generations involved in your Tribe or Crowdsource community
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ITSM Sourcing specialization 2010-2011

Social Media is supportive to Crowdsourcing
– Experiment yourself, starting is simple but long term usage is hard to keep on doing (70% Twitter users hooked after a few weeks off or only have few followers) – Essential in supporting and for contact with members of your community, tribe and peer – Essential in gathering trend information and data (lots of tools) – You see how similar your own groundswell and change profile will work – Is there a will to change yourself?

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ITSM Sourcing specialization 2010-2011

Which social media most used in Netherlands

Research Multiscope wtih 14686 Dutch people
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ITSM Sourcing specialization 2010-2011

Which social media most worldwide

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ITSM Sourcing specialization 2010-2011

Gartner social software analysis
Important tool for Crowdsourcing

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ITSM Sourcing specialization 2010-2011

The Social Media overview of Brian Solis

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ITSM Sourcing specialization 2010-2011

Video on Social Media

Social Media Film 4:10 stop

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

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ITSM Sourcing specialization 2010-2011

Social Media, to be continued
Futher details about Social Media at the free space lecture 6

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ITSM Sourcing specialization 2010-2011

Which examples do we create together?
– In an IT Service Management Environment – How do we setup a crowdsourcing environment for IT Service Management? – This will be experienced at the free space lecture 6

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ITSM Sourcing specialization 2010-2011

Frank Willems f.c.b.m.willems@pl.hanze.nl http://twitter.com/frankwillems http://www.slideshare.net/Frankwillems

www.twynstragudde.nl
All rights reserved. No part of this presentation may be reproduced or published in any form or by any means without the prior written permission of Twynstra Gudde.

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Summary The document is the lecture given by Frank Willems at an international seminar on Crowdsourcing. He gave this lecture to a graduating class IT management service at Hanze University Groningen.

Description Willems' lecture focused on IT management, crowdsourcing and social media.

With regards to the topic on crowdsourcing, the most important part of the lecture is about the four basic principles for developing your crowdsourcing strategy, such as the following:

1. people
2. objectives
3. strategy
4. technology

Tags: change management, Crowdsourcing, IT, Social Media

Posted by Tim Satterthwaite

Jan 10, 2011 01:21 pm GMT Viewed 4915 times

Author: Frank Willems Source

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ITSM Sourcing Specialization 2010-2011 (4th Generation Sourcing: Crowdsourcing)

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